The Consumer Complaints Council (CCC) of the Advertising Standards Council of India (ASCI) upheld consumer complaints against three TV commercials and barred one of them from being aired on TV, while instructing modifications in the other two. The three TVCs in question are of Aswini Homeo Arnica Hair Oil of Aswini Homeo and Ayurvedic Products Ltd, Bajaj Allianz Shield Plus of Bajaj Allianz Life Insurance Co. Ltd and Good Knight aerosol of Godrej Sara Lee Ltd.
While ASCI directed some advertisements to be edited, removing the objectionable portions from them, Bajaj Allianz Life Insurance TVC was barred from being aired on Indian television in its existing form. These advertisements were found to be in violation of Chapter 4.1(d), 4.1 (e) and 3.2 (b) of the ASCI Advertising Code.
ASCI observed that the Bajaj Alliance Shield Plus TVC compares the advantages of insurance products with Fixed Deposit scheme of Banks, and hence, there is likelihood of the consumer being misled as a result of the comparison. Also, the advertisement unfairly denigrates Bank FDs directly. Subsequently, the advertisement was withdrawn by the advertiser as instructed by the CCC.
The claim of the TVC of Aswini Homeo & Ayurvedic Products Ltd of “hair fall control in 4 months”, and “Dandruff control in 6 months”, were not substantiated with clinical tests/trials reports and therefore, CCC instructed the TVC to be modified. The other TVC which the CCC instructed modification in was the Good Knight Aerosol TVC which shows a girl inhaling the mosquito repellent spray which is a dangerous act and since the advertisement is shown on kid’s channels this calls for a more stringent modification.
According to ASCI secretary-general Alan Collaco, “The numbers of complaints against misleading, dishonest and indecent Ads have substantially increased over the months. Consumers are becoming more vigilant and aware about their rights and duties. After the Marketing Responsibly Seminar organized by ASCI, there is even more compliance by advertisers to the codes of ASCI. As of now, there is about 98 per cent adherence to the CCC decisions of ASCI.”
Complaints against the TVC’s of Volkswagen AG, DLF IPL, Amul Macho, Sunfeast Dream Cream Biscuit, Kotak Insurance, Chevrolet Cruze, and Kumbhat Holograms were not upheld by the CCC as they were not substantiated.